No, there ads are good. I would rather they properly show one feature at a time in a short ad vs Samsung's long ads.
Their first commercial is how the speakers should be on the front. Nice. Their marketing to the audiophiles has done so well in the past. BoomSound -is- good, but hardly something to hinge your purchase of a phone on. They show a guy at a bar playing a video on his phone for his friends. Out of all scenarios in which you'd use the speakers, that's one of the least likely. They throw in "the all metal HTC One" like that's going to hook the viewer. Are they supposed to be impressed by that? Do they even know why that matters?
Their second commercial about BlinkFeed is just as awful. So if you have BlinkFeed, all your content is all right there for you? Because Android doesn't have widgets to have said content also visible? Instead I need to "dig" for it? No, I don't. I understand they may be referencing the iPhone in that as well, but come on. BlinkFeed is actually pretty cool, but it's yet another feature that isn't going to sell this device. In fact, there's a large portion of people that have already bought the phone that don't even like it/use it.
Vine is one of the most popular social apps out right now. Zoe can be used a lot like Vine. It can also be awesome without comparing it to Vine. It can also bring back prospective buyers who dismissed the One because of the "4MP" on the spec sheet. Same with Highlights.
On their web page, they used to (and still might) have this video of these shots of just the design, showing off the edges, the curved back, etc. That should be on TV. Use those shots, emphasize the quality, and use acted out examples of just how sexy it is.
The One isn't a bad device. It can sell well, but the marketing strategy so far has been horrendous. Hopefully they turn it around.